HOUSON, TEXAS, November 7, 2007: Diwali is usually a lucrative time of year for local Indian-American retailers and caterers. Now some mainstream businesses are catching on to the popular Hindu holiday and marketing to the area’s growing Indian population. In recent years, Hallmark has launched Diwali greeting cards, porcelain figurine maker Lladro has launched a line of Hindu deities and Wells Fargo and Citibank are running special promotions. Some companies are also using the time to build goodwill with clients and employees with celebrations and season’s greetings.
Diwali, or Deepavali as it’s known in Sanskrit, is celebrated differently in various parts of India and has different origins for Hindus, Sikhs and Jains. “For marketers who are interested in the breadth of diversity among Asian Indians, it’s a good holiday to be associated with,” said Saul Gitlin, with Kang & Lee Advertising, an Asian-American marketing agency.
Diwali essentially marks the victory of good over evil, knowledge over ignorance and light over darkness, often represented by decorating the home with candles, lights and lamps. Known as the festival of lights, it’s a reminder for Hindus and Jains of the eternal inner-light, or self, known as the atman. They believe realization of the atman, considered to be one’s true nature beyond the physical mind, body and intellect, brings eternal joy, peace and love. Believers will celebrate Diwali on Friday, a date determined by the Hindu lunar calendar.